From macros to micronutrients, the health and wellness industry can make healthy eating seem complicated. To challenge this notion, supermarket Sainsbury’s launched a one-day concept store named ‘Järgon & Co’, poking fun at the needless complexities. 

The store invited guests into an exaggerated world of healthy eating. Familiar foods were reimagined as premium products such as Tomato-Submerged Fibre Pods, Slow-Release Energy Roots and Rolled Avena Energy Flakes.

The products poked fun at the jargon of modern wellness culture to show that healthy eating can be simple. The foods on show underlined that without the need for a new vocabulary, many of us are already familiar with the most healthy foods.

The installation was created following research from Sainsbury’s which found confusion around fibre advice is making it harder for many people to eat well. Four in ten (40%) Brits say advice around fibre is confusing, while almost two thirds (62%) don’t know how much fibre they should be aiming for each day.

While many people want to be healthier and increase their fibre intake, people are confused about healthy eating in general. 66% believe healthy food is more expensive than unhealthy food, while almost a quarter say conflicting advice and ever-changing food trends leave them unsure of what to eat.

“With Järgon & Co., we wanted to show that behind the jargon, it’s just good food. Some of the best sources of fibre are simple, familiar foods people are already buying, but they can often be overlooked. This isn’t about changing everything or keeping up with the latest trend, especially when life is already busy enough. It’s about small, everyday choices and helping people feel more confident that eating well can be simple, enjoyable and affordable,” explained Nilani Sritharan, Sainsbury’s Head of Healthy & Sustainable Diets.

To help customers make better food choices, Sainsbury’s is adding ‘Full on Fibre’ labels across more than 500 products. 100 of these products also feature in Aldi Price Match or Nectar Prices to ensure that healthy eating is available to customers at an accessible price point. 

The pop up and in store initiatives are part of Sainsbury’s ambition to help add thousands of tonnes of fibre and millions more portions of fruit and vegetables to the nation’s diets by 2030.

Shunning complication for clarity, Sainsbury’s shows that healthy eating can be easy.